ABSTRACT

Newly updated for the digital era, this classic textbook provides a comprehensive historical study of advertising and its function within contemporary society by tracing advertising's influence throughout different media and cultural periods, from early magazines through to social media. With several new chapters on the rise of the Internet, mobile, and social media, this fourth edition offers new insights into the role of Google, Facebook, Snapchat, and YouTube as both media and advertising companies, as well as examining the role of brand culture in the 21st century.

chapter 1|23 pages

Introduction

part I|167 pages

The Development of Modern Advertising

part II|117 pages

Advertising at the End of the Twentieth Century

chapter 8|19 pages

Ushering in the Era of Demassification

chapter 9|24 pages

Late-Modern Consumer Society

chapter 10|33 pages

The Mediated Marketplace

chapter 11|39 pages

Mobilizing the Culturati in the Fifth Frame

part III|96 pages

Advertising in the Twenty-First-Century Digital Age

chapter 14|34 pages

Issues in Social Policy